Let's talk perspective...

I have been very lucky to have worked in the not-for-profit sector for over 12 years. Or as many organisations call it now: for-purpose.

In each situation, we all face the same challenges. How do we raise funds for our cause? How do we increase awareness? How do we keep our cost per impact down while delivering on key performance indicators (KPIs) without diminishing our brand or reputation?

It always seems that the larger charities have the advantage. Just like in the for-profit world, smaller organisations with limited resources suffer due to monopolisation of partnerships, awareness, and funding. These smaller charities most likely have greater need for this funding. To contrast, one prominent children's charity spent over $4 million on marketing last year. $4 MILLION!?! Allow me to respond to some common questions here:

"But Ads, they probably have partnerships with advertising agencies and TV networks." 

Even so, despite being a household name, they still spend $4 million a year! To put that in perspective, the average cost of a Rapid Request at TLC for Kids is around $500. With $4 million, we could help 8,000 families who fall through the gaps of that charity.

Source: Australian Charity and Non-Profit Commission

"But Ads, what gaps are you talking about? And what does it matter what they spend on marketing if they're supporting their beneficiaries?"

Did you know that all charities, big or small, have gaps and conditions? More often than not, their support and empathy is conditional.

"But Ads, I still don't get it. What conditions? What gaps?"

Well, let's use an emergency accommodation charity as an example. They raise millions of dollars each year and have available accommodation all year round for kids with cancer and their families while receiving treatment. BUT did you know that there are conditions? First the family has to clear these hurdles:

• The type of cancer the child has
• The severity of the cancer
• The financial situation of the family

Then, the powers that be decide:

• How much of their stay is subsidised
• How long they can stay for
• The conditions under which they stay

Call me crazy, but should these be a deciding factor on which kids need support?

This stuff isn't common knowledge - I've only discovered it through fielding calls for assistance from healthcare professionals. One family whose child was enduring chemotherapy was ineligible for emergency accomodation because they owned their own business. After doing our due diligence, we found that, in reality, the family actually had less than $200 in their bank account.

In another instance, a family holidaying interstate desperately needed help, but was denied accomodation because they weren't from that state. To make matters worse, their home state wouldn't provide funding because they weren't in their jurisdiction. 

I was Lost. For. Words. A national charity who rakes in MILLIONS of dollars each year to care for families whose kids have cancer was unable to help because the families didn't meet their criteria. It made me wonder where these millions of dollars go, if not towards providing care and empathy for society's most vulnerable people?

Those are just a couple of cases, but the scenario repeats itself every day, and it's not just kids with cancer. Each month we process requests for kids who are victims of domestic violence, incurable diseases like cystic fibrosis, burns, car accidents, or even families who are refugees from war-torn countries. In all cases, these children have slipped through the gaps of care from other charities.

Don't get me wrong - I'm not saying that these charities don't deserve money or attention. But let's put things into perspective - are the charities' conditions or "red tape" policies hindering support to those who need it? 

And, from a financial standpoint, if the charity's cost per impact is greater than the cost to support a family or perform a service, is the organisation doing justice to the funding it receives? 

I'm not here to lecture people and tell them what to do. If there is something I've learnt from 12 years in the NFP sector, it's this:

RESEARCH. RESEARCH. RESEARCH.

Know where your money is going and yes, you are allowed to ask these vital questions:

• Will my dollar impact a child today, tomorrow or next year?
• What is your cost per impact?
• Do you have any conditions or "red tape" about the people you support?
• For those you can't (or won't) help, do you offer them alternative support or direction towards a service or charity that can?

And the personal question that everyone should ask:

• Why am I donating?

I know what your final thoughts are.

"But Ads, I don't have time to do research. Can't I just throw a dollar in a bucket or to a tin rattler?"

You could... but let's talk about perspective...